Skin Cupid, the cult favourite online K-Beauty destination with a vast and famously loyal online following, has opened the doors to its design-led flagship Soho store. Boy oh boy is it good.

Stocking more than 60 Korean brands across the skincare, haircare, fragrance and makeup categories, the space is a beauty lover’s dream. You’ll find much-loved heroes that have already made their mark here, like Dr Althea, TIRTIR and Beauty of Joseon, alongside the likes of Parnell, Ma:nyo, S.Nature and Muzigae Mansion — all huge in Seoul, but yet to land in the UK until now.

Expect an exclusive members-only zone, curated workshops and an array of highly trained staff on hand to demystify products, routines and ingredients, advising you on the products that will best meet your needs.

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